TikTok, the renowned video-based social media service owned by ByteDance, has reportedly signed a new multi-year licensing agreement with SAMRO (Southern African Music Rights Organisation) and CAPASSO (Composers Authors and Publishers Association) to cover their songs on its social media platform.
According to reliable reports, through the pre-existing partnerships of CAPASSO, the deal would effectively cover over 58 territories throughout the African continent. This would cover a repertoire that belongs to more than 21 individual collective management organizations. On behalf of its several thousands of affiliate members and members, the proposed agreement would be administered by CAPASSO.
Over the recent months, music composed by African songwriters as well as performers is proving to be extremely popular across TikTok, leading to global trends like the electric dance Amapiano, a genre that exploded in popularity in 2020 with more than 290 million views.
At about the same time in 2020, Jerusalema, a South-African song by producer and DJ, Master KG, which featured vocalist Nomcebo, also became a global sensation on TikTok. The song gained prominence due to a well-choreographed dance number by Fenómenos do Semba, an Angolan based dance group.
Subsequently, videos revolving around the Jerusalema challenge have been viewed more than 1 billion times, helping the song achieve an international recognition and also attain chart success in regions such as the United States and Europe.
Jordan Lowy, the Head of Music Publishing Licensing & Partnerships, TikTok, stated that TikTok is thrilled to sign this deal with CAPASSO and SAMRO, making sure that songwriters, publishers, and composers across Africa benefit when their respective music gets used on TikTok.
Lowy added that Africa is a promising region for TikTok with a large pool of unbelievable talent, and the company is looking forward to connect with them along with its global audience.
Wiseman Ngubo, Chief Operations Officer, CAPASSO, stated that the association is extremely happy to have finalized a deal with TikTok to ensure that songwriters throughout Africa are taken care of when they feature on the platform.